Perpetual Traffic

If you’re still measuring success by direct conversions alone, you could be missing the bigger picture in your campaigns. Meta is shifting its focus, and if you're not adapting, your business will be left behind.

In today’s episode, we share insights from testing with over $50 million in ad spend. You’ll hear about the importance of metrics like hook rate and hold rate, and how creative optimization is key to staying ahead. We also explain why viewing your campaigns holistically, not just through conversions, is the future of effective ad buying.
Plus, you’ll gain a clear understanding of how to navigate these changes, tweak your media buying strategy, and optimize your campaigns for better customer acquisition. Join the conversation now and learn how we’re adjusting our strategy to scale ad performance and acquire customers profitably.

In This Episode:
- Meta’s shift from sales to leading indicators
- Why video ads are now key to ad performance
- Live presentation: analysing hook and hold rates
- How hook rate and hold rate work together
- Real-world examples of hook and hold rates testing
- Why media buyers need to be growth strategists now

Mentioned in the Episode:
Previous Episode with Motion’s CEO: https://perpetualtraffic.com/podcast/episode-769-the-biggest-creative-trends-in-2026-revealed-with-reza-khadjavi/
Previous Episodes with John Moran: https://perpetualtraffic.com/?s=john+moran
Watch the Episode on YouTube: https://perpetualtraffic.com/youtube

Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:
https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:
Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn -

Are you hesitant to invest in your team, fearing they might leave after you put in all that time and money? What if the real risk is in not investing, and they stay? Low-performing and uninspired. In this episode, Lauren and I chat about how investing in your team can create a powerful internal moat that attracts the right people and drives your business forward.
We discuss a recent initiative at Lauren's company in which a team member took the lead to improve an internal process and created an SOP for it. It's a perfect example of why fostering initiative and empowering employees to take ownership can elevate your entire team’s performance.
If you're struggling to create that type of culture, this conversation will give you ideas for reevaluating your core values to ensure your team’s alignment and ultimately build a work environment where the best talent thrives. We also explore how these ideas translate into digital marketing, leadership, and managing remote teams effectively.

In This Episode:
- Core values, employee initiative, & continuous learning
- The risk of not investing in your team and gatekeeping
- Meta's strategic investments in employee acquisition and AI
- Creating an internal moat for your business
- The people analyzer process, based on core values
- Adapting to external challenges in digital marketing
- Why radical candor and emotional intelligence are critical
- Final thoughts on creating a moat and call to action

Mentioned in the Episode:
Gino Wickman’s book, Traction: https://a.co/d/01q1TP4O
Patrick Lencioni’s book, The Ideal Team Player: https://www.amazon.com/dp/1119209595/
Creating custom emojis on Slack: https://slack.com/help/articles/206870177-Add-custom-emoji-and-aliases-to-your-workspace
Apply to Work With Tier 11: https://www.tiereleven.com/apply-now

Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491
Follow and listen on Spotify:
https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram -

Stop losing customer insights to privacy blockers! Make confident, data-driven marketing decisions with Tier 11’s Data Suite.
Learn more and schedule a call at: https://www.tiereleven.com/what-we-do/data-suite
Are you flying blind with your ad data? With ad blockers, privacy laws, and tracking issues, Meta can't always give you the full picture. So how do you trust your numbers and make better decisions for your business?

In today’s episode, we tackle a crucial topic for anyone managing Meta ads: how to optimize data for accurate results. Joined by Cameron Campbell, we explain the difference between Meta’s Conversion API (CAPI) and the Tier 11 Data Suite, and why relying on just in-platform metrics can lead you to make costly mistakes.

We also talk about the role of first-party data and why it's the foundation for building a solid marketing strategy. We wrap up with proven strategies on improving your ad campaign's performance, understanding customer acquisition costs, and knowing when to pull the plug on underperforming campaigns.

In This Episode:
- What are Marketing Performance Indicators (MPIs)?
- The problem with Meta's in-platform data
- Comparing Meta’s CAPI with Tier 11 Data Suite
- Differences between first-party and third-party data
- How to measure customer acquisition costs accurately
- Measuring nCAC with Tier 11 Data Suite vs. CAPI
- Comparing data in Meta vs Tier 11 Data Suite’s interfaces
- Understanding time lag and how it impacts your decisions

Mentioned in the Episode:
Get Your Marketing Performance Indicators (MPIs) Checklist Now: https://www.tiereleven.com/mpi
Apply to Work With Tier 11: https://www.tiereleven.com/apply-now

Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:
https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf

Connect with Cameron Campbell:
LinkedIn: https://www.linkedin.com/in/cameron-campbell-b5070759/

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 -

Apply to Work With Tier 11: https://www.tiereleven.com/apply-now
Are you still pausing “winning” ads because Meta tells you the CPA is broken? In this episode, we break down the next layer of our three-part series on why turning off Meta’s conversion obsession is the smartest move you can make right now.
John Moran walks us through a real case study where individual category campaigns, feeder strategy, and engagement metrics drove an 80% lift in new customers. We unpack why hook rate, CTR, and directional signals matter more than platform-reported conversions, and how Shopify and blended nCAC become the real source of truth.
We also connect the dots between Meta and Google in a way most marketers completely miss. You’ll hear how improved Meta creative reduced Google spend by 20% while increasing total new customers by 37%. And if you want proof that Meta is a top-of-funnel growth engine and not an attribution tool, this episode lays it out step by step.

In This Episode:
- Why you should not pause winning ads
- Hook rate & outbound CTR benchmarks
- Example of benchmarking with nCAC
- Amazon, Google, and Meta sales overlap
- Case study: Meta’s impact on Google results

Mentioned in the Episode:
Previous Episodes On Why You Should Not Pause Ads: https://www.youtube.com/@perpetual_traffic
Tier 11’s nCAC: https://www.tiereleven.com/ncac
Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:
https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf

Connect with John Moran:
LinkedIn: https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

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